ITV

Tag: Kishwer Merchant

  • Rabitat unveils Its latest Rakshbandhan campaign – ‘It’s the Little Crimes That Count’

    Rabitat unveils Its latest Rakshbandhan campaign – ‘It’s the Little Crimes That Count’

    MUMBAI: Rabitat has unveiled its latest Raksha Bandhan campaign titled, “It’s the Little Crimes That Count.” With this campaign, Rabitat is stepping into the season with humour, honesty, and a limited-edition festive hamper titled, “the Rabitat Rakhi Hamper”, acknowledging the silent economics of sibling life, where everything you own is also unofficially theirs.

    For India, Raksha Bandhan is a celebration of a bond that’s built on love, mischief, and lifelong camaraderie. For Rabitat, it marks an opportunity to design products that honour this bond in ways that feel fresh, meaningful, and joyfully nostalgic. Curated to inspire lasting rituals and joyful moments, the kits consciously replace sugar rushes and plastic clutter with products built for joy, utility, and shelf life. Every box includes a Rakhi, a Rakhi Ritual Kit, a custom Sibling Tax Card (a playful take on sibling bingo), a photo frame, and a curated mix of Rabitat’s everyday bestsellers.

    Commenting on the launch, Rabitat co-founder Sumit Suneja said, “Every sibling story is part crime, part comedy, and 100% chaos. It’s these unchanging truths that shape the kind of intent-led experiences we create at Rabitat. This Rakhi, we wanted to move gifting away from the usual suspects of sugar, plastic, and lead into experiences that celebrate modern siblinghood. Knowing we are laying foundational layers for the next generation of Indian families, Rabitat hopes to spark traditions that are as emotionally resonant as they are smartly designed; the kind kids will remember, and parents will be proud to pass on.”

    The campaign draws from a truth all parents know too well: nothing in a sibling household is safe. From lunch boxes raided on the sly to stationery that mysteriously migrates, sibling “taxation” is real. Rather than tame it, Rabitat chooses to honour it, turning these petty moments into powerful rituals of bonding and banter.

    To take the story beyond the box, Rabitat is teaming up with a host of beloved mom-influencers like Ishita Dutta, Smriti Khanna, Kishwer Merchant, and many more across platforms such as Instagram to share slice-of-life sibling tales. Adding to the momentum, Rabitat is also collaborating with FilterCopy to bring these real, relatable moments to life through heartwarming storytelling. Together, these content pieces echo a fresh Rakhi sentiment, one that’s rooted in realism, full of character, and reflective of how Indian parents and kids truly celebrate today.

    As families seek safer, more thoughtful alternatives to traditional festive options, Rabitat’s Rakhi hampers emerge as a refreshing pick for the season. By turning sibling tussles into Rakhi-ready rituals, the brand proves that good design and great storytelling belong at the heart of every celebration. 

  • Prega News & Sonam Kapoor unite to elevate pregnancy care beyond detection cards

    Prega News & Sonam Kapoor unite to elevate pregnancy care beyond detection cards

    Mumbai: Prega News, India’s leading pregnancy detection card with an 85 per cent market share in the category, has unveiled a new range of products designed to support women and enhance their entire journey of motherhood. Versatile and renowned Bollywood actress Sonam Kapoor was present at the event to unveil the new range of products.

    The event kicked off with an engaging conversation, highlighting the importance of early pregnancy detection for ensuring the well-being of expectant mothers and their babies. It also enlightened the audience about the wide array of unbranded products available in the market that provide inaccurate and unreliable results.

    The brand launched six new products in three different pregnancy phases:

    Pre-Conception Phase

    1.    Ova news ovulation detection kit to identify the five most fertile days when women can conceive.

    2.    PregaHope preconception tablet for the pre-conception phase supports the body in conceiving with the help of iron and folic acid tablets.

    3.    PregaHope fertility lubricant in the pre-conception phase helps couples to conceive.

    During Pregnancy or Pre-Natal Phase

    4.    Prega News advance for detection phase requires no container or dropper and comes with an easy-to-use thumb grip. It allows for rapid pregnancy tests with a single step.

    5.    Prega News Value Pack comes with two Prega News kits, two urine containers, and two gloves to make the entire process convenient.

    Pre-natal and post-pregnancy

    6.    PregaHappy anti stretch mark cream, has been introduced to reduce stretch marks and itching during the pre-natal and post-natal phase.

    The entire product range has been introduced to offer complete pregnancy care solutions pre, during and post-pregnancy phases.

    This marks the transition of Prega News from ‘Pregnancy Detection Card’ to              ‘Expert Pregnancy Care Solution Partner.’  

    The company’s decision to expand the product comes from the novel idea of empowering women to make informed choices and consider health as their main priority. The launch marks the recognition of Prega News as the ‘Expert Pregnancy Care Solution Partner’ to provide complete reproductive care. With this the brand has also altered its logo to mark the transition.

    The mega event was attended by more than 60 prominent mom influencers, including well-known TV celebrity moms such as Kishwer Merchant, Anita Hassanandani Reddy, Mahhi Vij, Pooja Banerjee, and others. It also sheds light on the critical importance of early pregnancy detection for ensuring the good health of both mothers and babies.

    Speaking on the launch, actress Sonam Kapoor said, “Motherhood is a beautiful journey, and it starts with the joy of knowing you are pregnant. I understand how crucial it is to have a reliable and accurate pregnancy detection tool in the middle of anticipation and excitement of pregnancy. Prega News has been a trusted pregnancy detection partner for countless women for last 13 years and I am elated to be a part of this collaboration. We are not only celebrating motherhood but introducing a range of products that will empower women on their path to becoming mothers. It is an honor to be associated with Prega News, a brand that has been a cornerstone of maternal care in India for over a decade. I extend my heartiest wishes to them to become an expert pregnancy care partner.”

    Mankind Pharma associate vice president, sales & marketing Joy Chatterjee said, “Prega News has been consistently trusted by millions of women in the pregnancy detection category. We are truly excited about the new product expansion and the positive impact it will have on expectant mothers. The products have been crafted finely following years of research to ensure a smooth pregnancy journey at every stage whether it is pre, during or post phase. With the expansion of these new products, we aim to enhance the overall experience for to-be mothers. We are quite optimistic that by offering these solutions, we strive to develop a deeper connection with the community of mothers we serve”.

  • Big Magic launches weekend series as extension of ‘Akbar Birbal’

    Big Magic launches weekend series as extension of ‘Akbar Birbal’

    MUMBAI: Big Magic is set to extend its historical comedy series – Har Mushkil Ka Hal Akbar Birbal.

     

    The new series titled Chatur aur Chalaak, Birbal aur Viraat has been conceived to deliver wit and comedy with intriguing story-telling and new characters. The show launches on 31 January at 9 pm.

     

    The hour long offering will see the introduction of Viraat enacted by TV actor, Rohit Khurana who joins the artist line up on the show like Kiku Sharda, Vishal Kotian, Delnaaz Irani, Kishwer Merchant and Thakur Anoop Singh.

     

    This programme offering is in keeping with the channel’s efforts to deliver original content for its viewers.

     

    The new series will showcase some interesting mysteries being solved by Birbal and his aide Viraat.

     

    Big Magic creative director Uditanshu Mehta said, “Chatur aur Chalaak, Birbal aur Viraat is a natural extension of Akbar Birbal, which is popular amongst age groups. We are launching this as weekend series due to more available time for our viewers. Big Magic has grown as a favourite comedy destination on the foundation of original and differentiated programming. The consumer today is spoilt for choice, which makes it critical for us to deliver engaging and original content that is backed by insights.”

     

    Sagar Pictures brings in the expertise on the production front. Moti Sagar said, “We are proud to be associated with the Akbar Birbal show on Big Magic. Mythology and historical fiction has always been our forte, but with this we added a layer of humour to our experience. Creatively we have looked at every small detail to re-create the grandeur of Mughal era on television. The results have been satisfying till now. We look forward to creating another successful extension and are confident that our viewers will love Birbal and Viraat.”

     

    Creator of the show and head of script shop Big Ideas, Paritosh Painter added, “It is the first around a young boy who is accepted by Birbal as his protégée and is reformed. Our viewers wish to see more shades of the very witty Birbal and hence the introduction of a new character as an aide to Birbal in Viraat. It is the coming together of these two extremely bright minds, played out in the Moghul era, that is poised to deliver one hour Saturday night entertainment packed with comedy, suspense and intrigue for a wholesome family viewing.”